Kirin Beer has opened a POP UP STORE in Omotesando! "OMOTESANDO CIDRE by KIRIN HARD CIDRE"

From July 4th to August 22nd, Kirin Beer operated a charming pop-up store called "OMOTESANDO CIDRE by KIRIN HARD CIDRE" in Aoyama and Omotesando, Tokyo.
This time, Saori Koyama from Dentsu Inc. Event & Space Design Bureau, who handled the spatial development and event planning for this project, reports on its details.

Edited by: Aki Kanahara, Dentsu Inc. Event & Space Design Bureau

 

 

The Communication Format of "Pop-Up Stores"

Have you heard of "cider"?
Just as beer is made by fermenting barley and wine by fermenting grapes, "cider" is a naturally brewed alcoholic beverage made by fermenting apples.

While it's said that young people in Western countries are increasingly turning away from alcohol, cider—with its refreshing taste and rich, fruity aroma of apples—is seeing a surge in sales in Europe and America. Riding the global craft boom, the number of "cideries" and "cider bars" is also growing.
While this beverage is starting to gain recognition in Japan under the name "Cidre," awareness remains low domestically.

Therefore, Kirin Beer launched the pop-up store "OMOTESANDO CIDRE by KIRIN HARD CIDRE" in Omotesando, a trendsetting hub where its main target audience—trend-conscious women in their 20s and 30s—gather.

[Store Interior] A store featuring a craft-like texture characterized by wood

【Gelato & Potato】Looks like gelato at first glance, but it's actually mashed potatoes

The implementation period ran from July 4 to August 22, a relatively long duration for a pop-up store. Some of you may have spotted it in Omotesando.
Leveraging its prime location just a minute's walk from the Omotesando intersection, the store collaborated with Dentsu Inc. Creative Bureau to utilize the building itself as an OOH (Out-of-Home) display. Combined with OOH placements inside Omotesando Station and Omotesando Hills, this strategy amplified the buzz throughout the entire Omotesando area.

[Store Exterior] The store stood out prominently even from the Omotesando intersection.

The OOH creative featured

handled by Yuki Tsutsumi of Dentsu Inc.'s 4th CRP Bureau

While clearly displaying logos or running ads is naturally the fastest way to reach people and boost brand awareness, this time the entire team, including the client, was adamant about creating from a "target perspective," not a "brand perspective" or a "product perspective."
From the server design to staff uniforms, we prioritized a structure where customers would first find it "cute" or "lovely" – allowing the brand to emerge naturally beyond that initial appeal, rather than forcing brand identity.

【Store Interior】

To promote "apple liquor,"the motif for the store decorations is apples.

【Staff Uniforms】

Apple straw hats are eye-catching

Keeping things fresh with event gimmicks

As mentioned earlier, since this was a long-term pop-up, we needed mechanisms to keep customers engaged. Therefore, starting in late July, we held mini-events every Tuesday.
These events served as hooks to draw customers in, provided ongoing PR material, and created a consistently lively atmosphere throughout the period.
Many fun photos were posted on social media, generating buzz.

【Share Days Event】

Bring a small green item and receive a pouch

【Share Days Event】

Get a photo taken with a handsome model

【Share Days Event】Order a BIG GLASS with 3 or more people and get it free

 

Finally

Thanks to the visually appealing menu and photo spots we prepared, we consistently created scenes where guests were taking photos with their smartphones.
We'd be thrilled if "OMOTESANDO CIDRE by KIRIN HARD CIDRE" appeared in some form on everyone's timelines.

Next time, we'll have a roundtable discussion with Masahiro Kai from Transit General Office, who oversaw the space and menu design, CDC's Yosuke Mamiya, the executive producer for this project, and myself, Saori Koyama.